Marketing Plan for Apple iPhone in Australia - Essay Example

Marketing Plan for Apple iPhone in Australia Executive Summary Apple iPhone, as a unique high-technology mobile device, have been very successful in other countries such as the United States and Europe. Few weeks ago, there were public announcements that iPhone will be launch in Australian market by the end of 2008. However, the question remains as to whether or not iPhone in Australia will be allowed to have an exclusive business contract with Vodafone. In line with the business dilemma with regards to the marketing of iPhone in Australia, several key marketing concepts related to market segmentation, external forces and marketing mix will be utilized in order to examining and develop an implementation plan for the launching of iPhone in the country. Prior to the study conclusion and business recommendation, the forecasted sales on behalf of Apple and Vodafone will be discussed. Table of Contents I. Executive Summary …………………………………………………….. 2 II. Table of Contents ……………………………………………………….. 3 III. Introduction ……………………………………………………………….. 5 IV. Product Features and Description ……………………………………… 6 V. Target Market for iPhone Sold in Australian Market ………………… 6 a. Socio-Demographic Segmentation ……………………….. 7 b. Lifestyle or Psychographics Segmentation …………….. 7 c. Geographic Segmentation …………………………………. 8 VI. External Factors …………………………………………………………. 8 a. Political Climate ………………………………………………. 8 b. Economic Factors ……………………………………………. 9 c. Social or Socio-demographic Trend ………………………. 10 d. Technological Trend …………………………………………. 10 e. Legal Aspects …………………………………………………. 11 f. Environmental Factors ……………………………………… 11 VII. Marketing Mix (4/7P’s) ………………………………………………….. 12 VIII. Implementation Plan ……………………………………………………. 14 IX. Financial Plan ……………………………………………………………. 15 X. Conclusion and Business Recommendations ……………………..…. 16 Figure I – Apple iPhone device ………………………………………………… 18 Figure II – Compensation of Employees (COE) ……………………………… 19 Figure III – Australian Population Structure by Age and Sex ………………... 19 Figure IV – Trend of Population more than 65 years old (as of June 2007) . 20 Figure V – Flowchart on How to Determine whether an Electronic Equipment is Hazardous or Not ……………………………………. 20 Table I – Market Segment for iPhone Sold in Australian Market ……………. 21 Table II – Australian Population based on Territories ………………………… 22 Table III – Australian Employment and Unemployment Rate ……………….. 23 Table IV – Key Mobile & Internet Communications Indicators ……………… 24 Table V – Calculation of Household Saving Ratio in Australia ……………… 24 Table VI – Gannt Chart on Marketing / Business Activities for iPhone …... 25 - 26 Bibliography …………………………………………………………………….. 27 - 30 Introduction Apple’s iPhone is considered as one of the fastest-selling telecommunications product as part of the history. (news.com.au, 2007) In line with the different countries with the legal right to sell iPhone, Apple had chosen a single phone network to exclusively provide the service for the iPhone handset. During the first quarter of 2008, Apple made a confirmation that iPhone will be released in Australian market within the year. (Lake, 2008) Recently, Vodafone has announced that the company will be selling Apple’s iPhone to customers all over Australia during the last quarter of the year with the condition that customers will be required to use the Vodafone network. (Vodafone, 2008a & 2008b) However, Vodafone did not specify whether the said agreement that was signed between the company and Apple was exclusive or not. (Moses, 2008) In case the contract between Vodafone and Apple was not exclusive, there is a possibility for Telstra and Optus to have the priviledge of selling the iPhone to Australian market. As part of Apple’s main business objective, signing a contract with a single phone network in each of its target country will enable Apple to sell a large quantity of iPhone within the shortest period of time. For this study, the researcher will develop a marketing plan for Apple iPhone in Australia. In the process of conducting the study, the researcher will first describe the product followed by studing the market segmentation for iPhone. Based on the demographic profile of its target consumers, the researcher will define the potential market size for the said product. Using the PESTLE framework, the researcher will examing and analyze the external factors that may affect the expected sales of Apple iPhone in Australia. Prior to the implementation of a marketing plan, the researcher will define the marketing mix and financial plan associated with selling iPhone in Australia. Product Features and Description Apple iPhone is a mobile device with a wide screen iPod that is designed to enable the customers to experience having a high-speed access to the Internet as well as download mobile music, mobile TV and other related mobile entertainment. (Lake, 2008) The HTML features of iPhone enables the users not only send e-mail but also browse through the web using Google and Yahoo! Search. (iPhone Video Converter, 2008) The built-in camera combined with a wide-screen iPod (320 x 480, 150 ppi) of the iPhone enables the users to be able to capture crystal clear photos, playback movies, music videos, and TV shows. (iPhone Video Converter, 2008) The mobile device is also capable of viewing the world map and satellite images similar to GPS and provides the user with useful information related to stock reports. (See Figure I – Apple iPhone device on page 18) Target Market for iPhone Sold in Australian Market Dividing the consumer into subgroups will make it easier for the marketing manager to identify the target market for iPhone. (Rogers, 2005: 15) In line with dividing the target market into subgroups, marketing managers should carefully identify and examine the specific market segement based on the consumer characteristics related to socio- demographic, lifestyle or psychographic, and geographic factors. (Kotler, 2000: 8, 263) Socio-Demographic Segmentation Demographic segmentation considers the target consumers’ age, size of the family, family life cycle, annual income, occupational status, educational achievements, religion, race, nationality, and social class. (Kotler, 2000: 263 – 266; Rogers, 2005: 19) In line with these variables, socio-economic factos related to family income, educational attainment and occupational status of the target market enables the marketing manager to determine the financial capability of Apple’s target market for iPhone. (Rogers, 2005: 22) Given the high cost of iPhone per unit, the target market for the said product based on demographic segmentation includes individuals 16 years old and above whose family annual family or individual income is more than $15,000. Basically, iPhone as a product is not sensitive to variables related to gender, race, nationality nor religion. Instead, iPhone is highly dependent on the financial capability and social status of its target consumers. (See Table I – Market Segment for iPhone Sold in Australian Market: Demographic on page 21) As of April 2008, the number of mobile phones that circulates in Australia (21.26 million) exceeds the total number of Australian population (a little more than 21 million). (Robertson, 2008) (See Table II – Australian Population based on Territories on page 22) Lifestyle or Psychographics Segmentation Psychographic segmentation is all about examining the lifestyle, personality and values of the iPhone’s prospective consumers. (Kotler, 2000: 266 - 267) Based on the psychographic segmentation, target consumers of iPhone are expected to have an active lifestyle and party goers. As part of the target consumers’ personality and values, these individuals will mostly be fashion conscious individuals, trend setters, and compulsive buyers who have a positive attitude and buying behavior with regards to high-technology products. (See Table I – Market Segment for iPhone Sold in Australian Market: Psychographic on page 21) Geographic Segmentation Marketing managers could also divide the target market based on geographic segmentation like the nation, states, regions, cities or communities. (Kotler 2000: 263; Rogers, 2005: 24) Regardless of the metro size of each capital city or states and territories, it is more likely for Vodafone to sell the iPhone throughout the capital cities first prior to spreading the product throughout the different states or territories of Australia. (See Table I – Market Segment for iPhone Sold in Australian Market: Demographic on page 23) External Factors PESTLE 1 framework will be used when defining the macro-environmental aspects that could directly or indirectly affect the market potential of iPhone in Australian market. Political Climate Since July 1997, a pure monopoly was implemented in the telecommunication industry in Australia. In line with the promotion of free competition in Australian telecommunication industry, the local Telecommunication Policy Principles states that there will be no limitation with regards to the number of telecommunication carriers or distinction made to the type of carrier the operator decided to serve in Australian market. (Mallam & Waldron, 1995) Aside from enabling each telecom service provider to have an access and inter-connection with each other, there will also be no technical, financial or rollout requirements on each carrier. (Mallam & Waldron, 1995) Considering the normal practice of Apple iPhone in terms of entering into an exclusive business agreement with a single mobile service operator in each country directly violates the free competition law in Australian telecommunication business. (Mac Daily News, 2008) Economic Factors With unemployment rate of 4.1% and participation rate of 65.3%, approximately 10,701,100 individuals are currently employed as of April 2008. (Australian Bureau of Statistics, 2008b) (See Table III – Australian Employment and Unemployment Rate on page 23) The total compensation of employees (COE) as of December 2007 reflected a slight increase of 0.9% in the average earnings and 0.6% increased in the number of wage and salary earners. Although the trend of wages reflects a slight improvement as compared to December 2006, the total income of salary earners remains significantly low as compared to the employment situation back in December 1996, last quarter of 1999, and December 2000. (Australian Bureau of Statistics, 2008c) (See Figure II – Compensation of Employees (COE) on page 19) Even though the total COE in Australia has slightly improved, the latest reported household saving ratio in Australia is still negative (-0.7m) as of year 2005 – 2006. (Australian Bureau of Statistics, 2007b) (See Table V – Calculation of Household Saving Ratio in Australia on page 24) Social or Socio-demographic Trend Based on Australian census, the total population in Australia has reached a little more than 21 million with the population growth rate of 1.5% as of the last quarter of 2007. (Australian Bureau of Statistics, 2008d) (See Table II – Australian Population based on Territories on page 22) The two major factors that contribute to the increase in Australian population includes: (1) total overseas migration with 179,100 individuals (56%); and (2) 139,400 live births (44%). (Australian Bureau of Statistics, 2008e) Based on Australian states and territories, Western Australia has the record of fastest growing population growth rate of 2.4% followed by Queensland and Northern Territory with 2.2%; Victoria and Australian Capital Territory with 1.5% each; New South Wales and South Australia with 1.0% and Tasmania with 0.8%. (Australian Bureau of Statistics, 2008e) As of June 2007, the population of working age group (between the age bracket of 15 – 64 years old) is roughly 220,200 individuals whereas children below 15 years of age and older population with age 65 years and above is 23,500 and 72,000 individuals respectively. (Australian Bureau of Statistics, 2007) (See Figure III – Australian Population Structure by Age and Sex on page 19; Figure IV – Trend of Population more than 65 years old on page 20) Technological Trend Technological trend in Australia has been gradually moving towards the use of the Internet and mobile phone services rather than the traditional fixed telephone lines. (See Table V – Key Mobile & Internet Communications Indicators on page 24) By comparing the number of consumers in each communication services, the number of Internet users who are using dial-up has declined from 2.78m in 2006 down to 2.09m in 2007. The decline in the number of dial-up users shows that most of the Internet users have shifted to the use of broadband. On the other hand, the number of mobile service users had significantly increased from 19.76m up to 21.26m between the periods of June 2006 to 2007 whereas the number of fixed line subscribers declined from 11.26m down to 10.92m during the same period. Legal Aspects Telecommunication industry in Australia is highly regulated by Australian Telecommunications Authority (AUSTEL) together with the competition regulator known as the Australian Competition and Consumer Commission (ACCC). (Australian Government, 1997) Basically, AUSTEL and/or ACCC may intervene with the local telecommunication company upon violating the telecom industry codes. In the process of that each of the mobile service providers would impose an unfair price increase to the consumers, AUSTEL will have the legal right to administer a price cap and monitor the changes in the market price of mobile services including other sensitive issues related to the process of proper licensing, consumer and technical regulations. (Mallam & Waldron, 1995) The said legislation will enable AUSTEL to maintain and improve the quality service each mobile service providers is extending to its customers. Environmental Factors Based on Australia’s Hazardous Waste Act 1989, “used electronic equipment proposed to be exported or imported may be considered as a hazardous waste”. (Australian Government, 2005) To avoid encountering problems related to hazardous wastes, Apple iPhone and Vodafone must consider the guidelines on how to determine whether an electronic equipment is hazardous or not. (See Figure V – Flowchart on How to Determine whether Electronic Equipment is Hazardous or Not on page 20) Marketing Mix (4/7P’s) The unique selling purposes (USP) of iPhone should be described as “a general-purpose handheld computer”. (Gruber, 2007) Basically, iPhone as a product alone is unique in terms of the Internet features and wide-screen it offers its consumers. The touch-screen interface and screen rotation option enables the user to use the mobile device easily. (Wilson, 2007) Based on the past experience of other countries that has officially sold the product, iPhone’s special features as described on page 6 is sufficient to consider that the product features alone sells the mobile device like ‘hotcakes’ despite the high cost2 of the mobile device. (news.com.au, 2007) With regards to place and promotion, Apple iPhone’s decision to enter into a business contract with the existing mobile service provider such as the Vodafone3 will enable the company to easily penetrate the Australian mobile market and sell the iPhone units based on its geographical market. (See Table I – Market Segment for iPhone Sold in Australian Market: Demographic on page 21) Mobile technology fanatics, as consumers, are expected to show enthusiasm with the availability of iPhone units in the country. On top of these valued potential consumers, the management and employees who are working behind Vodafone (Telstra or Optus) are required to provide the customers with good quality service at all times. Upon releasing the iPhone in Australian market, Vodafone (Telstra or Optus) should establish and inform its target consumers with a procedural flow of activities related to: (1) where to purchase; (2) when the product will be available; (3) how much would each iPhone unit cost; as well as (4) the terms and conditions associated with purchasing the product from a licensed iPhone seller. With regards to the physical evidence, marketing manager should keep track on the number of iPhone units sold in each target region/state/territory. Keeping a record of the number of units sold starting from the first day of selling iPhone in the market will enable the marketing manager to determine the demand and needed iPhone units supply. In general, making the product available at the time a prospective buyer inquires for the product increases the ability of the company to sell the product effectively. Aside from being able to know the number of iPhone units sold during the first year of introducing the iPhone in Australian market, Vodafone (Telstra or Optus) will also detect the point where in the demand for iPhone units will start to decline. Another useful key performance indicator is to measure the company’s profitability from selling the iPhone units alone. (Reh, 2008) Based on the number of iPhone units sold and company profit or sales performance each month, Vodafone (Telstra or Optus) could establish a short-term goal of being able to effectively distribute the available iPhone units throughout the different geographic market in Australia within the shortest period of time. As soon as the market starts to reflect a gradual decline in the demand for iPhone units, mobile companies should start considering offering upgraded iPhone units in Australian market. i.e. introducing iPhone 3G in the market. Implementation Plan Assuming that the official launching schedule for iPhone in Australia will be on December 2008, Vodafone and Apple should exert an effort to make it clear with AUSTEL whether Vodafone will be legally allowed by AUSTEL to have the benefit of an exclusive arrangement with Apple or not. While working on the legal trading arrangement, Vodafone (Telstra or Optus) should start conducting a study with regards to the relevance of Apple’s iPhone with Australian Hazardous Act 1989.4 At the same time, Vodafone (Telstra or Optus) should start conducting a market analysis with regards to its target population based on the geographic market and other related economic factors such as unemployment rate and income distribution of each employed individuals. On the 9th month onwards, Vodafone (Telstra or Optus) should conduct a pre-launching market activity such as news report aside from starting the design for television and print advertisement. On the 10th month, Vodafone (Telstra or Optus) must conduct a study on how each company will distribute the product in the market. A month prior to the launching date, top management of Vodafone (Telstra or Optus) should start providing a product orientation among its sales and customer service personnel. A week before the launching of iPhone, Vodafone (Telstra or Optus) must start an active promotion of the product on television, news prints, and on-line among others. At the same time, marketing managers should start keeping track on the number of iPhone units sold and its impact over the company’s sales performance. (See Table VI – Gannt Chart on Marketing / Business Activities for iPhone on page 25 and 26) Financial Plan Based on the total population of 21 million individuals in Australia; assuming that Vodafone will have the exclusive rights to sell iPhone units in Australian market and half of the population will decide to buy a unit of iPhone at the price of $400 each, Apple and Vodafone could sell as much as 10.5 million units which could generate as much as $4.2 billion worth of sales. In case only one-fourth of the population will purchase a unit of iPhone at the price of $400 per unit, Apple and Vodafone will still be capable of generating as much as $2.1 billion sales within a short period of time. However given that AUSTEL remains firm in maintaining a free competition in Australian telecommunication market such that AUSTEL will prohibit the exclusive agreement between Apple and Vodafone, Apple will still be able to capture as much sales and profitability within the Australian market through other mobile service provider such as Telstra and Optus but the expected revenue on the part of Vodafone will be much lesser than the expected sales and profitability. Conclusion and Business Recommendations Up to the present time, there is still some debate as to whether or not AUSTEL should allow Vodafone to have an exclusive contract to sell iPhone units throughout the Australian market because of the rule that Australian telecommunication industry should promote a fair market competition throughout the country. For this reason, Vodafone and Apple should make it clear whether or not it is proper to grant Vodafone the exclusive license to sell iPhone in Australia. With regards to Australian Hazardous Act 1989, Apple together with Vodafone should conduct a thorough study whether or not iPhone passes the environmental protection requirements in Australia. As part of the marketing activities for iPhone, top management of Vodafone (Telstra or Optus) should conduct a thorough study with regards to its target market followed by providing a mandated product orientation among its sales and customer service personnel. The product orientation will ensure that employees could deliver a good service while addressing the personal concerns and queries of its target consumers. A week prior to the launching of iPhone in Australian, Vodafone (Telstra or Optus) must start an active promotion of the product on television, news prints, and on-line among others. This will inform the target consumers that the product will soon be available within their reach. This will make the mobile technology fanatics be keen of availing the product during the first day of sales. Starting on the day the product is launched in the market, managers should keep track on the number of iPhone units sold and its impact over the company’s sales performance. These figures will enable the marketing manager to determine the time when the product has reached its maximum sales potential in the market. Eventually, marketing managers should develop new tactics that could prevent the continuous decline in sales. For instance, the company should introduce an upgraded version of iPhone in the market such as the 3G technology. *** End *** Figure I – Apple iPhone device Source: iPhone Video Converter, 2008 Figure II – Compensation of Employees (COE) Note: The trend increase of 1.5% reflected a rise of 0.9% in average earnings and a 0.6% rise in the number of wage & salary earners. Seasonally adjusted, COE grew by 0.8%. In seasonally adjusted terms, average earnings showed no movement as the number of wage & salary earners also grew by 0.8%. Seasonally adjusted, COE represented 53.6% of Total factor income. Source: Australian Bureau of Statistics, 2008c Figure III – Australian Population Structure by Age and Sex Source: Australian Bureau of Statistics, 2007 Figure IV – Trend of Population more than 65 years old (as of June 2007) Source: Australian Bureau of Statistics, 2007 Figure V – Flowchart on How to Determine whether Electronic Equipment is Hazardous or Not Source: Australian Government, 2005 Table I – Market Segment for iPhone Sold in Australian Market Demographic: Age Family Size Family Life Cycle Gender Income Occupation Educational Attainment Religion Race Generation Nationality Social Class 16 years old and up 1 – 2; 3 – 4; 5+ Young & single; young & married; with or without children; old & single; old & married Male, female $10,000 – 14,999; $15,000 – 19,999; $20,000 – 29,999; $30,000 – 49,999; $50,000 – 99,999; $100,000 and up Professional and technical; managers, officials and proprietors; clerical, sales; craft people; forepersons; operatives; farmers; retired; students; homemakers. Grade school or less; some high school; high school graduate; some college; college graduates. Catholic, Anglican; Uniting Church; Presbyterian; Reformed; Others. (Rivera, 2008) White; Black; Asian; Hispanic; Chinese; Others Baby boomers; Generation X and Y. Australian; North American; South American; British; French; German; Italian; Japanese; etc. Upper lower; working class; middle class; upper middle; lower upper; upper-upper. Psychographic: Lifestyle Personality Values Party goers; active lifestyle. Fashion conscious individuals; trend setters; compulsive buyers. Positive attitude and buying behavior on high-technology products Demographic: States / Territories Capital Cities City or Metro Size Density New South Wales; Queensland; South Australia; Victoria; Western Australia; Tasmania; Northern Territory; Australian Capital Territory; Other Territories. (Australian Bureau of Statistics, 2008a) Adelaide; Brisbane; Canberra; Darwin; Greater Hobart; Melbourne; Perth; and Sydney. (Australian Bureau of Statistics, 2008a) Under 4,999; 5,000 – 19,999; 20,000 – 49,999; 50,000 – 99,999; 100,000 – 249,999; 250,000 – 499,999; 500,000 up. Urban & suburban. Table II – Australian Population based on Territories Territory / Region Population (End of Last Qtr of 2007) ‘000 Expected Average Growth Rate (%) New South Wales 6,908.9 1.0 Victoria 5,226.4 1.5 Queensland 4,201.1 2.3 South Australia 1,588.5 1.0 Western Australia 2,118.5 2.4 Tasmania 494.5 1.0 Northern Territory 216.5 2.3 Australian Capital Territory 340.3 1.5 Total Population 21 ,097.1 1.5 Source: Australian Bureau of Statistics, 2008 Table III – Australian Employment and Unemployment Rate Trend As of April 2008 Employed Persons (‘000) 10,706.1 Unemployed Persons (‘000) 453.1 Unemployment Rate (%) 4.1 Participation Rate (%) 65.3 Seasonally Adjusted Employed Persons (‘000) 10,712.9 Unemployed Persons (‘000) 469.8 Unemployment Rate (%) 4.2 Participation Rate (%) 65.4 Source: Australian Bureau of Statistics, 2008 Table IV – Key Mobile & Internet Communications Indicators Measure As of June ‘06 As of June ‘07 Internet subscribers (end of March 2007) 5.95m 6.43m Narrowband (dial-up) subscribers (end of March 2007) 2.78m 2.09m Broadband subscribers (end of March 2007) 3.16m 4.33m Pre-paid mobile services (does not include Telstra, Vodafone, or ‘3’ wholesale services) 9.7m 10.15m Post-paid mobile services (does not include Telstra, Vodafone, or ‘3’ wholesale services) 9.6m 10.65m Total Mobile Services 19.76m 21.26m GSM coverage as a proportion of the Australian population 96% 96% CDMA coverage as a proportion of the Australian population 98% 98% 3G (W-CDMA) coverage as a proportion of the Australian population 53% 98.8% Total Fixed Lines 11.26m 10.92m Source: Australian Government, 2008 Table V – Calculation of Household Saving Ratio in Australia 2001-02 $m 2002-03 $m 2003-04 $m 2004-05 $m 2005-06 $m Gross disposable income 481 152 495 162 529 182 562 872 598 990 Final consumption expenditure 433 649 461 031 492 315 520 982 547 138 Gross saving 47 503 34 131 36 867 41 890 51 852 Consumption of fixed capital 42 819 46 155 50 107 51 609 55 664 Net disposable income 438 333 449 007 479 075 511 263 543 326 Net saving 4 684 -12 024 -13 240 -9 719 -3 812 Gross Household Saving Ratio 1.0 -2.4 -2.5 -1.7 -0.6 Net Household Saving Ratio 1.1 -2.7 -2.8 -1.9 -0.7 Source: Australian Bureau of Statistics, 2007b Table VI – Gannt Chart on Marketing / Business Activities for iPhone Marketing / Business Activities Month Finalize the business agreement with Vodafone (and other mobile service providers) based on the legal issues / decision made by AUSTEL. Thoroughly study the Australian Hazardous Act 1989 and its relevance with the Apple’s iPhone units Conduct a market analysis (target population based on geographic market and other related economic factors such as unemployment rate and income distribution of each employed individual) Conduct a pre-launching marketing activity (news report, television and print advertisement preparation and design) Product orientation among Vodafone sales personnel and customer service personnel Conduct a study on market distribution Active product promotion on television advertisement, news prints, banners, on-line advertisements, etc. Keep track on number of iPhone units sold in each Vodafone (Telstra or Optus) retail outlets & sales performance 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 Note:(Assuming that the Launching Schedule of iPhone in Australia is December 2008. 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